As the 2025 NCAA tournament tips off this week, few Women's March Madness teams have had a more remarkable run than No. 1 overall seed UCLA.
The Bruins only lost two regular-season games this year, a streak that led to a Big Ten conference tournament title, and, eventually, top-ranked entry into this weekend’s tournament start. By securing the first No. 1 overall seed in program history, this group of UCLA players has already proven themselves the most successful in school history — with additional hardware firmly on the horizon.
But junior Kiki Rice has preferred to keep things in perspective, as she told Just Women’s Sports in the quiet days between the regular season’s end and the postseason's launch.
“The reality is we lost two games the entire year, and that's a pretty good record: 27-2,” she said matter-of-factly. “I think most people would be pretty happy with that.”
UCLA did, however, launch their Big Ten tournament campaign with unfinished business, having fallen twice to crosstown rival USC to cede the regular-season conference title. While they got their revenge in the Big Ten tournament title game, UCLA head coach Cori Close wasn’t shy about wanting to meet the Trojans one more time — at the NCAA Final Four in Tampa.
A Final Four battle would give UCLA the ability to draw even with JuJu Watkins and the Trojans this season, claiming the biggest bragging rights of all. But Rice knows that once-in-a-lifetime opportunities start with everyday consistency.
“It’s about resetting, and how we can move on, get better, and learn,” she said. “How we individually can be better for our teammates and be better for our coach.”
All eyes on women's basketball — and UCLA
As the profile of women’s basketball rises at an exponential rate year after year, many college programs have benefited from the broader spotlight. But winning remains one of the best promotional tools available, and UCLA doubled down on that prospect, signing star transfer Lauren Betts last season in a move that culminated in back-to-back Sweet Sixteen appearances.
This year, though, the Bruins want more. And as the team’s star power continues to emerge, anything seems possible.
Rice has been one of those stars. Literally — she starred in ESPN’s 2024 docuseries Full Court Press, giving fans a chance to see behind the curtain into what makes the 21-year-old tick. And while Betts pulls defensive focus on the court, Rice can make the offense sing. She leads the team in assists and steals per game, carrying a heavy load when games get tough.
As a young player making a name for herself, Rice enjoys the off-court attention. But she’s not immune to the pressure that accompanies greater scrutiny.
“It’s been a lot,” she reflects. “But it's also been something that me, and I think the rest of my teammates, we wanted. It's part of being in women's sports at this time, where it's really growing so much.”
She described the national attention as a welcome change. With attendance, TV viewership, brand deals, and other KPIs on the rise, the Bruins know it’s time to seize the moment.
“This is what we deserve,” Rice said resolutely. “Let's take advantage of it, and be thankful for it.”
Rice embraces the spotlight on and off the court
But if success on the court fuels exposure off the court, Rice understands the importance of balancing the bigger picture with remaining focused on the task at hand. And that mindset especially rings true in the era of blockbuster NIL deals.
“I want to take advantage of all these opportunities,” she said. “But they take time, and that's time away from school, that's time away from personal relaxation and reset time. That's time away from being in the gym.”
Rice has garnered attention from countless brands over the course of her college career. That includes signing with Jordan Brand as their first-ever NIL contract in 2022. Since that milestone, she’s gone on to work with major players in the women’s sports ad space like Buick, Dove, Neutrogena, and Beats by Dre, among others.
“I've definitely gotten more used to it,” she continued. “But I wouldn't say it's always easy”
March Madness AT&T ad highlights UCLA stars
Today’s student-athletes are expected to keep up with their studies and stay fit on the court, while also participating in the larger sports cultural conversation via brand partnerships and media appearances. That’s why fans will see Rice’s face throughout the tournament — and not just sweating it out in UCLA blue and gold.
When the game cuts to commercial, you might spot Rice starring in a new AT&T TV ad alongside Betts, promoting the sport both Bruins love to play. She even got a chance to flex a few comedy muscles onscreen, saying that her experience in front of the camera was nothing but positive.
“To be part of such a high quality production and film that commercial, I had a great time doing it,” she said, adding that Betts has been a friend she can lean on when the balancing act that is modern-day college sports gets too stressful.
“I feel like she kind of understands, and is going through something very similar,” Rice says of her teammate and AT&T co-star.
Getting UCLA tournament ready from the inside-out
She also credits her family as a major source of support, even if they're many miles away on the East Coast, where Rice became one of the country's top high school prospects. And over the years, she’s taken personal responsibility in creating her own stability. She learned from experience the cadence required to not let fatigue set in at the end of a grueling basketball season.
Rice especially prioritizes taking care of her body, as March’s schedule sees games in quick succession. But she also grounds herself in the moment, viewing March Madness as not just a point of pressure, but one of opportunity.
“We've been talking about the NCAA tournament and Big Ten tournament all season long,” said Rice. “It's just like we talk about in practice: We have a new new season ahead of us, two new seasons coming up.”
But for all Rice’s individual and collective achievements so far, when the Bruins tip off against Southern University on Saturday, the pursuit of greatness begins anew. From falling just short of a regular-season title to edging out USC in the Big Ten tournament, Rice is eager to put a winning stamp on an already historic UCLA season.
“At the end of the day, we're just trying to win,” she said. “We don’t have that long, so we’ve got to take advantage of it.”
